An overview of social media for beginners, insights, tips, tricks and tools. This presentation was given to a group of small business owners/entrepeneurs seeking to learn how to leverage social media in the public relations and marketing efforts.

1. Social Media 101
Engaging & connecting with customers
August 8, 2012

2. Agenda
• Overview top social media outlets
• What are some of the tools & tricks?
• How do you measure success?
• Practical application (30 min. optional)

3. It’s about Engaging People

4. Having Conversations

5. Leveraging Word of Mouth

6. Capitalizing on Testimonials
Studies show online
conversations are good
predictors—
• box office revenues
• electoral outcomes
• What your customers think!

7. Having a Presence and SEO
List and link your
business:
• Google maps
• Bing
• Manta
• Yahoo
• City Search
• Yellow Pages
• Yelp

8. Company Name vs. Individual Post
• Multiple profiles means more work
• Family and friends want different content than
business colleagues
– Individuals can use Facebook lists or Google+ circles
– Facebook company pages have more features
– Linkedin groups, unless you are big, aren’t very strong
• Facebook company page has more features
Be intentional with your access and purpose

9. The Big Four
Facebook Twitter YouTube Linkedin
B2C B2C and B2B B2C B2B
800 M+ users 108 M US/465 M 490 M+ est. 161 M professionals
worldwide men (63%) women (37%)
• Lots of power users and • Easy to extend beyond • Largest viewership of • Excellent for networking
less interaction than friends-open to people any video site and warming leads
Twitter. Most seek they don’t know • Most seek people they
people they know. are acquainted with
• Focuses on personal • More about connecting • 2nd largest search • Enables you to position
sharing to contacts and brands engine next to Google- self as an expert
• Biz page: 1-to-1 than friends SEO • Online resume
messaging, pin a top • Becoming more • Link to website very • Link to website very
status, cover photo, entertainment & sports visible visible
very discount oriented focused • Good video repository • 3 out of 4 there for
• Can mass email • Most racially diverse and can embed videos business purpose
• Users are more trusting mainstream outlet • Reporters use to
and more social validate expertise
• More political
405-700 min per month 21 min. per month 15-25 min. a day • 8 min per visit (17 min
mo. )
18-44 yr. olds (50% log in 26-54 yr. olds (log in 1 or 44+ yrs. Old (most have
every day) twice a month) $100K household
income)

10. Ethical Tips and Tricks
• Provide full disclosure
• Link to your business website or create a page on your website for
listing your relationships
• Cite your business identity in your profile
• Make a hash tag notation #spon (sponsored), #paid (paid), #rep
(represent), and #samp (sample)
• State you are sharing your personal opinion
• Tag a Video, Audio blog, or Podcast (rolling credits and caveats)
• Do not pay for, or run contests to promote recommendations/reviews

11. Etiquette Tips and Tricks
• Always acknowledge when someone mentions
you, either with a direct message, like, or reply
• Respond to input quickly
• Promote yourself only 20% of the time
• Refrain from yelling--using all caps bold,
underlining, and use exclamation marks
sparingly (besides it makes it hard to read on a
phone)
• Don’t tag nonusers or send email invitations to
nonusers without their consent
• Educate, inform or increase awareness-don’t
use direct mail language or mislead people
• Automated twitter accounts and purchasing
followers or friends never leads to good It’s a work party!
business Don’t be a bore.
• Always give credit to sources
• Counter negative comments in a respectful, yet
direct manner
• Seldom repeat material unless you reframe it
• Remember please and thank you!

12. Engagement Tips and Tricks
• Be concise
• Be visual
• Join Linkedin groups
• Like, recommend, share
• Use surveys and polls—share results
too!
• Ask pertinent questions
• Promote your social media channels
• Reply and/or thank others for good
information
Off-line or real life rules apply!
• Participate in the Linkedin question
and answer forums
• Thank those that compliment but don’t retweet every recommendation
• Directly engage others using the + or @ symbol
• It’s all about liking this and hating that—learn from it!

13. Time Management Tips and Tricks
• Create a content/editorial calendar
and plan quarterly-focusing on one
topic per month
• Schedule posts for the week(s) but
check in periodically (think about
scheduling time to monitor)
• Use a Smartphone app to check in
when you are killing time
There’s an app for that

14. Content Management Tips and Tricks
• Share images
• Shorten links using bit.ly
• Provide links only some of the time
• Share personal interests
• Collect evergreen material
• Encourage others to send you material
• Recycle website information
• Quote people
• Share stats and data Be authentic-share the real you
• Use industry trade news or corporate/parent affiliations
as a news source
• Retweet (Twitter) or share other people’s content
• Check out your competition and see what they are
doing, and be open to competitors
• InternetSlang.com, is a reliable source for acronyms.

15. Measurement Tips and Tricks
• Have fun, experiment
• Measure weekly/monthly
• Use a free tool to generate reports
• Only measure actionable data and use it

16. The Klout Jury is Still Out
Average score = 20
1. How many people you influence
2. How much you influence them
3. The influence of your network

17. What should you measure?
--Fans/Followers --Click-through rate
--Shares --Calls
--Bounce rate
--Leads
--Retweets --Page view length
--Sales
--Impressions --Return visits

18. Managing and Measurement Tools
PAID FREE
HootSuite: team access, schedule and monitor TweetDeck: schedule and monitor tweets
many channels, integrated with more analytics, (Twitter) only
more robust report feature
Hubspot: measurement and listening - a rare HootSuite: schedule and monitor many channels,
combo; prettiest reports; good for doing research. integrated with analytics
CustomScoop: Scans YouTube, Facebook and Buffer: Finds the best times to schedule your
Twitter, plus online news resources; intuitive for tweets and Facebook posts; allows multiple bit.ly
research; automatically emails accounts.
reports/PDF’s/excel docs/etc.
Actionly: measure everything including page Crowdbooster: Freemium model; analyzes
views, clicks, revenue, retweets, etc. and set up account to show when users most engage with
campaigns; publish from multiple networks and tweets and suggests scheduled time based on the
accounts; track conversations; analyzes algorithm; multiple bit.ly accounts as well but only
sentiment and create custom reports with paid program
Crowdbooster: Freemium model; analyzes and Dynamic Tweets: very basic, easy tool that
shows when users most engaged and suggests schedules tweets (Twitter), and search through
scheduled time; multiple bit.ly accounts old tweets

19. Let’s Network !